How brands can engage shoppers effectively online
Coupon pages embedded on brand websites have proven to drive brand loyalty and engagement. Valassis measured across four major European economies, including the U.K., and found that up to 46 percent of consumers who registered on brand coupon pages revisited those pages multiple times. This not only enables brands to leverage the power of social and viral marketing, it offers them the opportunity to present additional product content such as videos and recipes. Results show that this type of detailed product information drives higher repeat consumer engagement with online brand content.
While email campaigns and coupon pages support brand loyalty, cross-sell, up-sell and sell-through objectives, CPG manufacturers are also interested in reaching new consumers who currently buy private label or competitor brands. Coupon aggregator sites are a powerful route for brands to reach a wide audience of consumers with special offers and coupons – all designed to encourage product trial and brand switch reward loyalty and create a community. Consumers can search, sort and filter to find the most appealing offers and then either print them straight away or add them to a coupon wallet for later use. Product offers can also be shared via email and social media, enabling the brand to reach a new customer base.
CouponGalleries by Valassis blends digital coupons into brand advertisers’ web properties and is quickly gaining traction with 22 galleries now used by brands across Europe. Four multi-national manufacturers have created individual galleries for several of their brands, generating over 2.5 million print-at-home coupons in just 1 year.